Choux... you heard it here first: this is the year of the éclair

Monday 3 June 2013 10:03 BST

p29 edition 03/06
BJENE2 Eclairs in a table setting
Photo: Alamy

Eclairs are set to become the new cupcake, according to London retailers.

Selfridges said sales are up nearly a quarter compared with this time last year, and its afternoon tea venue — Dolly’s — is set to sell 12 new varieties. M&S and Jamie Oliver’s restaurant Fifteen have also launched flavoured éclairs, with the latter offering rhubarb and custard.

Experts put the resurgence of the choux pastry treat down to the popularity of afternoon tea and the revival of home baking brought about by TV’s The Great British Bake Off. M&S said: “We think this will be the year of the éclair ... it seems their popularity will soon be challenging the mighty cupcake.”

The chocolate éclair has long been a staple in UK patisseries, but new flavours are key to the boom. Selfridges’ executive chef, Mark Taylor, said: “On a recent trip to Paris, the range of flavours was vast — pistachio, mint, violet cream.”